Compelling copywriting from National Geographic (without hype)

I’m on a bit of a swipe file hunt at the moment, and the latest acquisitions are a couple of brilliant pieces of short copy from the National Geographic Society asking me to renew my magazine subscription.

Since signing up last year I have happily received a free fleece (one size fits all, sex appeal definitely not included) as well as a variety of impressive knowledge. I know how to work out the temperature by counting cricket chirps, theories of how the Easter Island statues “walked” into position and have enjoyed rich photography of wildlife and landscapes from places I can barely pronounce.

Over the last month I received a couple of reminders to renew my subscription and I was impressed with the simple, straight-talking, but persuasive copywriting crammed into an elegant, understated direct mail package.

This is an example of how you can create a direct mail package without hype that connects perfectly with the customer.

Make your packaging stand out and relevant

Living in the UK, the US packaging caught my eye, but there were other reasons that made me want to open the envelope rather than kill its chances of results by binning it:

It didn’t look like junk mail

It was a small envelope more akin to correspondence than advertising mail

It had “National Geographic” written on it. As a subscriber, this was immediately relevant

The “important” messages made me think this was newsworthy and relating to my subscription

I also like that both packages are designed slightly differently. That lets National Geographic consider the impact of different packaging on open and return rates.

Now once I opened the letters, they continue to work hard while being subtle and simple.

Think carefully about what to include
Here’s what I received in the first letter:

Letter

Special offer summary slip

Return envelope

Response form

It’s a simple package which includes a letter explaining why they’re writing to me and what they want me to do, a response form and envelope, and a clever little insert that is smaller than the other pieces and states very simply what the special offer is and the benefits of taking them up on that offer.

Use proven copywriting techniques

The letter opens by getting straight to the point and telling me my membership is “Due to expire soon.” It’s followed by a clear call to action and also gives me a reason to take this action.

But by posting your renewal now, you can be sure you won’t miss a single issue of National Geographic Magazine”

I’m also given a reason as to why my subscription can be kept low if I take prompt action:

What National Geographic does really well, is hit you with a lot of clear benefits in a very short space of time:

The best magazine possible while keeping membership fees within the family budget

Full-colour, double-sides map supplements in select issues throughout the year

Lavish use of colour photographs

There is also a strong value reminder as the letter challenges me to compare the price of other magazines.

No simply means not yet

I didn’t respond to the first letter because I knew my subscription didn’t run out for a few months yet, and thought they might send me another reminder. I was also curious to see what they would send as the first one was so well done.

I wasn’t disappointed. I received another letter a few weeks later with even stronger copywriting techniques included.

Have a read through the letter, and see how the writer:

Engages my attention by asking a relevant questions

Encourages an emotional response by painting a vivid image of my first experience with the magazine

Introduces the problem and reinforces the urgent reason I should subscriber now

Makes the price seem a drop in the ocean considering the value I receive by highlighting benefits in bullet points

Appeals to my interest in famous personalities who I may admire and be interested in

Even if I don’t read the letter straight away, I’m likely to take notice of the special offer slip in the first package which tells me in clear, simple terms that I can save £15 and get a year’s subscription for only £19. They do more than just tell me that though, they increase the perceived value of the offer by reminding me that it is the equivalent of receiving 5 issues free.

You need to have a compelling offer to encourage prospects to buy or get in touch. Copywriting is powerful and persuasive, but if you can craft a strong offer that would be a no-brainer for your audience, writing that copy is going to be a lot easier than if what you have is a hard sell.

Your offer should also be easy to accept. I’ve been surprised at how many online businesses still don’t have online ordering, or registration processes. You might hope that your customers are fanatical enough to jump through hoops (and being hard to reach does increase your perceived value) but when your goal is high response rates, it has to be super simple for customers to buy or get in touch.

The forms couldn’t be easier to complete. They require me to simply write down my credit card number and expiry date, and sign it. That’s it. They include an envelope and I just have to pop to the post office and get it delivered. Alternatively, I can renew online – even easier.

Will I renew my subscription? The form is in the envelope ready to go, though I’m secretly hoping they give me one more subscription reminder to add to my swipe file!

Hopefully this helps you think about how you can use similar techniques in your copywriting and direct mail packages. I’d love to know what you think about the letters in the comments below. Would they have worked for you? Or would you need more reasons to subscribe? Let me know!

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About Amy Harrison

I am a copywriter, content-trainer, speaker and filmmaker teaching businesses how to avoid drab business content and write copy customers love to read. You can also find me hanging out and sharing content over on Google+.

It’s true about not going overkill with the packaging, because subconsciously, I think I’m not the only one who associates over colourful envelopes with annoying junk mail. It’s more serious, and reminds me again of Gary Halbert’s famous waste paper bin story.

Hi Amy,
Thanks for sharing this direct mail example. There is a definite ‘tone’ to the writing that sounds confident and authoritative, like a teacher who is ‘disappointed’ in you. How do they do that? It’s definitely one for the swipe file.
John

I love your description of this. I think one of the stengths in this letter is making specific and descriptive points rather than simply telling the reader that it will be “amazing” or “fantastic.” They spell out what there is to be enjoyed in simple language without treating the audience as idiots. I think readers appreciate that level of respect.

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[…] So, flipping through my National Geographic the other day I see 2 full-page travel adverts. One for a cruise, one for a rail journey. It’s not the first time I’ve used the magazine for examples of compelling copywriting. […]